Watch: Killing Her Kids’ Lice Led This Jewish Mom to Start a Business Bringing in Millions

“I’m an Orthodox Jewish woman from Brooklyn,” the 60-year-old says. “In my community, it was expected that I would be a teacher or a secretary, or work for somebody else. It was not expected that I would grow a multimillion-dollar business.”

She defied expectations and created a multimillion-dollar business.

Not just any business. A business that’s weird, embarrassing and, well, kinda gross.

Horowitz owns Licenders, operating six lice removal locations in New York and Connecticut. She employs about 40 people and says she has more than a hundred contracts with schools.

As CNBC Make It visited a location on Manhattan’s Upper East Side, there was a steady stream of customers with appointments or just dropping in, scratching their heads. This store alone does $1 million in annual sales, but Horowitz also makes house calls or visits schools. “We spend about $3,000 a month on Uber,” she says.

“I’m an Orthodox Jewish woman from Brooklyn,” the 60-year-old says. “In my community, it was expected that I would be a teacher or a secretary, or work for somebody else. It was not expected that I would grow a multimillion-dollar business.”